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constitute the source of subjectivity and responses as
“brand experience”.
On the other side, Brands were required to stay
relevant with the consumer evolvement of demanding
era. To be successful in the right holistic brand
experience, we have to be thinking in those same
terms, by creating an inclusive brand experience, such
as name, logo, directions; packaging and marketing
communications, like; advertisements, brochures and
sites; and the neighborhood where brands sell is in
stores and events; to be flexible enough to evolve and
growth with the consumers.
So consumer perceptions, judgments and their
desire were the basis of using the brand, this is the
point of understanding consumer psychology model.
These model are using the unique characteristics of
the brand, since characteristics in the brand are known
to consumers and experienced by them, hence
consumer will respond to. The brand would have been
given “meaning” to its customers if brand were
moving away from object centered (as in the inner
layer) to have a social engagement with brand (the
outer layer).
From this point of view, brand seen from
communication / interpersonal and socio-cultural,
and give a sense of community; therefore brand
would has given "meaning" to its customers, e.g.:
make communities of such favorable brands. Having
literature review study, seen the relationship between
the model and the brand experienced. Thus the
subjectivity they have would give responses to brand
experience. Therefore on this paper, consumer
psychology would be use on the brand experience
variable.
5 CONCLUSIONS
Understanding Brand Experience and its application
will provide knowledge and input for the selection of
marketer strategies in order to meet consumer
expectations, satisfy the needs of consumers through
sold brands, and at the same time can push the number
of consumer churn rate to the lowest point. The ability
to meet Brand Experience consumers will make the
product able to compete in its industry as well as to
help the research and development activities of the
brand to have the right value and the right results.
Therefore Brand Experience using Consumer
Psychology Consumer model would be best represent
in order to understand consumer in details. By
combining the psychology of brand through brand
experience, brand may have an accurate findings and
design the better result for brand to have a great brand
plan to be put in overall brand concept.
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